On the road and ahead of the curve: Stuart Lamont on the caravan industry’s next big adventure
CIAA CEO unpacks the highlights, challenges and opportunities for the caravan industry, and what personally motivates him.
When it comes to the art of the great Aussie roadtrip, few people understand the big picture and the fine detail quite like Stuart Lamont. As CEO of the Caravan Industry Association of Australia (CIAA), he’s steered the sector through boom times, market shifts and a global pandemic, all while championing the regions that form the beating heart of caravanning culture.
Fresh from CIAA’s 2025 National Conference earlier this year and the 10th State of Industry Report, Stuart sat down with me to unpack the highlights, challenges and opportunities shaping the future of Australia’s favourite style of travel.
Read the latest AccomNews print edition HERE
A conference that’s much more than just a gathering
Stuart, what were your personal highlights from this year’s National Conference, and can you give us any clues about next year?
“There are many reasons people attend conferences, but we’ve worked hard to create something more than just a traditional gathering. We want it to be an experience. We put ourselves in our delegates’ shoes to deliver real value for the time and investment they make.
“This year, we offered everything from networking, knowledge sharing and business development to golf days, ‘choose your own adventure’ masterclasses, themed evening events, a drone and fireworks display, exclusive luncheons with Australian sporting legends, informative breakfast sessions, and even fortune telling and massages.
“More than $15,000 in prizes were up for grabs, adding excitement and giving people an extra incentive to do business with our important trade exhibitors. The generosity of our industry always shines through, and I am particularly proud that we raised over $50,000 for Pankind, supporting pancreatic cancer awareness.
“But above all, our biggest measure of success is that people left with renewed enthusiasm for our incredible sector. Judging by the feedback from our more than 1000 delegates, we certainly achieved that mission.
“As for next year? Expect bigger and even better!”
10 years of insights and counting
The 10th State of Industry Report is a big milestone. What’s the standout message?
“It might sound like a cliché, but the caravan and camping industry remains remarkably resilient. We’re going through a natural rebalancing after the huge growth during COVID, not a collapse. Businesses are adapting, consumer behaviour is settling at levels well above pre-pandemic norms, and the industry continues to outperform many others.
“Reports like this—alongside more than 100 industry reports we publish each year—help businesses make informed decisions and keep us responsive to changing market trends.”
Why more Aussies are hitching up
Caravan and camping trips are up 38 percent since 2014. What’s fuelling this growth?
“There’s been a fundamental shift in how Australians see domestic travel. More people want flexible, authentic experiences that connect them with nature, family and friends, and caravanning delivers that.
“COVID accelerated these trends, but the trajectory was already there. Today, we have an incredible range of vehicles and experiences for every budget and lifestyle, from basic camper trailers to high-end motorhomes. Travellers can choose their comfort level without losing the freedom and connection at the heart of caravanning.”
Regional Australia at the core
How is the industry supporting regional Australia, where most trips take place?
“Regional Australia is the heartland of our industry. We continue to push for the economic benefits of caravanning to be recognised and supported by governments.
“It’s not enough for ‘regional dispersal’ to be just a buzzword. We need action. We must go beyond rhetoric. These ideas must translate into meaningful action with measurable outcomes, and we know through collaboration that this is achievable.
“Our Million Dollar Road Trip NT campaign, delivered in partnership with Tourism NT, not only supported the caravanning and broader drive tourism sectors but also engaged the wider tourism industry to encourage longer stays and more local spending. The result was a tangible uplift in performance, with bookings boosted by 22 percent in a soft market.
“Our Road to a Million campaign continues to generate tens of thousands of extra regional overnight stays every year. These campaigns prove that genuine collaboration can deliver real, measurable results for rural communities.”
Meeting new traveller expectations
The 30 to 54 age group now leads the charge. How should operators cater to this segment?
“This group is looking for immersive, personalised experiences, not just a place to sleep. Families want adventure and activities, couples want unique getaways, and professionals need work-friendly spaces for longer stays.
“Parks are already adapting with adventure playgrounds, guided nature walks, premium cabins and curated local experiences. Digital expectations are high, with seamless booking, easy check-in and reliable wifi now non-negotiables.
“Most crucially, this group is willing to pay a premium for quality. More and more operators are investing in experience-led enhancements, which generate strong potential for increased revenue.”
Winning back the Grey Nomads
There’s been a slight drop in the over-55 market. How can operators re-engage this loyal group?
“Some of this is down to the return of international travel—a bit of ‘revenge’ travel. Weather and infrastructure issues in the north haven’t helped either. Many older travellers are also staying closer to home to help family through tough times, so those longer trips have shortened.
“But they’re not abandoning the sector, they’re adjusting. Our job is to keep offering excellent value, clean and modern amenities, and a warm welcome. With the right approach, we’ll keep this important group coming back.”
Australia’s next EV charging network
You’ve said caravan parks could become Australia’s EV charging network. What progress is being made?
“It’s still one of our key policy platforms. We want to make sure drive holidays stay viable in a low-emissions future. While progress has slowed due to government policy on regional electricity transmission, we’re participating in research to stay ahead. Once the national fast-charging network is in place, caravan parks will be critical to making regional connectivity a reality.”
Priorities for 2026
What are CIAA’s biggest priorities heading into 2026?
“Our ‘Growth and Change’ policies help us stay responsive and deliver real value. That means promoting the lifestyle to new audiences, providing market intelligence, advocating for our industry, and offering compliance education and accreditation to lift professionalism.
“We never stand still. None of this happens without shared responsibility across the industry. When everyone pulls together, the positive results speak for themselves.”
A leader’s reflections
You’ve led the CIAA through big changes. How has your leadership style evolved?
“I keep it simple: don’t ask anyone to do something you wouldn’t do yourself, share a narrative people want to get behind, never stand still and say yes until it’s no. I’m blessed to have an incredible team that shares the vision. We’re constantly rolling out new tools, research and partnerships—there’s always something in the works to benefit the industry.”
Which achievement are you most proud of?
“It’s hard to choose. From merging two national bodies to driving legislative reform that, while introducing more regulation, ultimately created a more competitive, robust and fair-trading environment, we’ve come a long way. We’ve gained consultative status with a United Nations committee to ensure international vehicle regulations don’t compromise our local industry, secured government funding for industry advancement, contributed to the development of industry-focused Australian Standards, rolled out accreditation programs that boost consumer confidence and safety, and launched future leaders initiatives to bring fresh perspectives into the boardrooms of tomorrow. Each of these accomplishments has meaningfully contributed to the strength of our industry and brought personal satisfaction along the way.
“But if I had to pick one, installing more than 800 defibrillators in caravan parks stands out. Two young children are alive today because a defib was there when it was needed. What price can you put on that?”
After a decade of industry reporting, what’s the biggest lesson?
“Data is everything. Ten years ago, we were flying blind. Now we have best-in-class research that guides our strategy and helps businesses make smart decisions.”
What keeps you pushing forward, even in tough times?
“I’m a deeply competitive person. The more challenges thrown my way—or the more people suggest something can’t be done—the more motivated and creative I become. With the right mindset, obstacles become opportunities for problem-solving and staying focused on outcomes.
“At my core, I believe most of us are driven by a desire to achieve and make a meaningful contribution. For me, that drive is tied directly to the success of this industry. There’s immense personal satisfaction in being able to reflect at the end of the day and say, ‘I think the industry is in a better place because of the effort our team put in today.’”
And finally… Stuart’s happy place
If you could hitch up the van tomorrow, where would you go, and what’s your one must-have item?
“The beauty of Australia is that there’s something new around every corner. I love getting off the beaten track and enjoying the hospitality of small country towns. Every trip is different.
“From WA’s Old Tin Horse Highway to Legerwood’s tree carvings, NT fishing trips, the Parkes Observatory or a country race meeting—there is genuinely something for everyone. And there’s no better way to experience it than through caravanning and camping.
“My must-have? While I wish I could say it was a sentimental keepsake, truth is, it’s my mobile phone. It keeps me connected, gives me access to news, travel ideas and practical tools, and allows me to keep one eye on what’s happening back home, whether I’m travelling for business or pleasure. Sorry!”
A future full of possibility…
For Stuart Lamont, the open road is more than just a personal passion—it’s a symbol of what makes Australia’s caravan and camping sector so special: freedom, resilience and connection.
With an eye firmly on the future, Stuart and his team continue to champion regional communities, smarter data, new experiences and a more sustainable road ahead. It’s an industry that has weathered challenges, welcomed new generations and kept its spirit alive through thick and thin.
One thing’s certain, whether it’s families chasing adventure, grey nomads rediscovering old haunts or first-time campers finding their happy place, the next chapter of Australia’s caravanning story promises to be just as memorable as the last.
And with Stuart and his team at the wheel, you get the feeling the best trips are still yet to come.
AccomNews is getting ready to spotlight more stories at NoVacancy 2025. Join us for our “Meet the Editor” live sessions at the NoVacancy 2025 Expo in Sydney, where Mandy Clarke will be sitting down for relaxed, one-on-one chats with operators, suppliers, and innovators — anyone with a great story to tell.
📧 To book a spot, email Mandy at [email protected]
📱 Or closer to the event, you can secure a time via the NoVacancy app.
And if you miss out? Just swing by the AccomNews stand to say hello and grab the latest edition.
